theodp writes: Monkey see, monkey patent. That Amazon is already seeking patents on a similar process isn't stopping Microsoft from seeking its own patent for serving ads inside e-books, adjusting their relevance based on the contents of the digital tome. Among the innovations Microsoft claims in its just published patent application is book spoiler-avoidance: 'If the advertisement 'gives away' something that is going to happen in the e-book on a subsequent page,' Microsoft explained to the USPTO, 'it may not be appropriate to present the advertisement on the target page.'